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How Metaphors Make Us Fall in Love With Designs

We tend to think of metaphor as something that exists purely in the realm of language. But new research suggests metaphors actually help us interpret our physical experience of the world. At WIRED by Design, Ideo partner Michael Hendrix explored how designers might harness this fact to powerful effect.

Hendrix introduced this emerging field of embodied cognition, as it’s called, with a few interesting psychological studies. People tend to rent more romance movies when it’s cold outside, for instance. Why? Maybe because we equate the interpersonal “warmth” we see on screen with actual, bodily warmth.

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